Avidly's year 2021 was characterized by very rapid organic growth, investments in business development, and a favorable operating environment.
Global martech market grew in 2021 due to growth of digital and the changing behaviours and expectations of consumers. Trends behind the global martech market growth were the rise of creativity, data and insight, need for talents, increase in martech budget allocations, and smarter ways of working and tapping the potential. The favorable market environment also supported Avidly's growth, which overperformed the market. Our revenue increased organically by 20% to 30.0 million euros and adjusted operating profit more than tripled to 1.1 million euroa.
Growth was especially rapid in our international business, where gross profit grew at about twice the rate of the Finnish business. Outside Finland, demand was particularly focused on digital services that accelerate sales and marketing automation, while in Finland, demand covered all the marketing technology services we offer. The share of continuous services of gross profit increased to 47%, and new customers accounted for approximately 30% of orders received.
We invested in our common growth platform
The progress made has been driven by determined business growth and the development of customer processes as well as internal processes, systems and monitoring. In addition, the Avidly brand was renewed in March 2021 to communicate the effectiveness at the heart of our Impact driven growth strategy that was launched in December 2020.
With the changes made, Avidly's service offering and platform, processes and reputation have developed in the right direction during the year. We also succeeded in deepening and expanding our existing customer relationships and improving our customer satisfaction.
Our strategic focus remains the same
We aim to increase the long-term shareholder value by implementing our strategy. Our strategic goals for the period 2021–2025 are profitable growth, thought leadership, the best place to work and the most loyal customers. The development of our shared One Avidly growth platform will also continue in 2022.
One of the key events in 2021 – from the perspective of the next few years’ growth and service development – was the acquisition of Digital 22 Online. The acquisition expands our operations to the UK and Canada in 2022 and strengthens our position as a global leading service provider for the world's leading marketing automation system HubSpot.
In Q4 2021, we also implemented essential changes in the organization and management of our business, such as the reorganization of our operations in Finland, Norway and Sweden, and Germany. We expect the positive effects of these changes to be reflected in our operations in the first half of 2022.
We target strong growth in the future
The long-term outlook for our business is good. With our unique expertise we are able to help our customers to improve their marketing technology and above all, the impact it creates.
At the time of writing this review, the market outlook for 2022 is favorable. Overall, Avidly is well-positioned to further develop its offering and continue to grow strongly in the years to come. Our goal is to keep profitability at a reasonable level in the future, but in line with our strategy, we will continue to focus on developing our service platform and expanding our operations within the martech ecosystem.
I would like to warmly thank the whole Avidly’s staff, our customers and partners for the successful year and great cooperation in 2021.